Abstract
This article explores various influencing factors from peers and agents on Thai students' choices of international education. The study classifies choices of international education into the decision to study abroad, choice of country, city, academic program, and university. The influences from peers and agents are identified as information, persuasion, and competition. The results indicate that agents exert a stronger influence than peers on Thai students' choices of international education. The study also suggests that Thai students from different levels of education perceived the influence of peers and agents in a different way. Therefore, it can be concluded that the need for international education and the decision-making process of these groups of students are dissimilar, as the decision-making process of international students is complex and involves various stakeholders. This information affords protagonists marketing Australian education a better understanding of choices made by international students.
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